The Manager of Your Local Starbucks Is Trying to Increase

question 14

Multiple Choice

The manager of your local Starbucks is trying to increase store traffic on Friday nights from 8 to 10 p.m.She has decided to offer live music by local musicians and to promote this change mostly through publicity and word-of-mouth.Which of the following statements about this decision is most accurate?

• A)Publicity and word-of-mouth will work only if they create a different message than the message that is created by the store's other promotional tools.
• B)Publicity and word-of-mouth will increase promotional expenses dramatically.
• C)Publicity and word-of-mouth are likely to be ineffective because they do not create as powerful an impact as advertising.
• D)Publicity and word-of-mouth are likely to have a powerful impact, but the manager will have little direct control over the message they create.

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Definitions:

Interpersonal Orientation

The way an individual characteristically interacts on a social level.

Aggressive Behaviors

Actions intended to harm or intimidate others, which can be physical or verbal.

Sensory Memory

Very brief retention of sensory experiences.

Developmental Ages

Stages of growth and development characterized by specific milestones in physical, psychological, and emotional maturation.